The best logos are terribly simple. No better example than Tenet, Nolan's latest film, that has the concept of inversion at its core. Genius, isn't it? But there's a twist in the tale. +

Turns out a bicycle brand, Tenet, already had a frightfully similar logo. +

So, quite rightly, they protested. In a very dignified way. Via Instagram. +

And, guess what. Nolan replied via email. With classic grace. Acknowledging a phenomenon ad folk are very familiar with. +

The final trailer used the clever inversion idea only as a transition, and the animation settles on a simple TENET.
Now, I'm waiting for all this to end. So I can watch the movie in a theatre. And try to keep my head straight.